TikTok as a Promotional Media for Post COVID-19 Art Exhibitions

Abstract

Government recommendations and regulations regarding activity restrictions imposed during Covid-19 have hampered all aspects of activities, including artistic activities. After the pandemic, artistic activities that are actively carried out again reaped considerable enthusiasm. This is also influenced by the habits of social media users who have experienced escalation during the pandemic. This research was conducted to analyze the use of TikTok in sharing electronic word-of-mouth visual content about ongoing art exhibitions. The method used in this research is qualitative, collecting observational data on TikTok's visual content about art exhibitions and interviews with artists and content creators. The results of this study found a change in behavior in response to audience interaction with art through visual content on TikTok. The eWOM visual content by visitors on TikTok has increased the enthusiasm of visitors to the ongoing art exhibition.